Outdoor Advertising
Outdoor advertising is aimed at reaching consumers outside their home. While many
of these advertisements are placed outdoors (such as billboards), some advertising
in the outdoor category are actually indoors, such as ads on a mall kiosk. For this
reason, outdoor advertising is often referred to more specifically as out-of-home
advertising. There are four main categories of outdoor advertising:
billboards, street, transit and alternative.
Billboards
Billboards are outdoor signs. Within this category are several subcategories. Among
these are the traditional wood poster-type billboards, digital signs and wall murals.
There are several advantages to billboards. Advertisers can achieve a large local
coverage in a relatively small amount of time. There is also a great deal of flexibility;
billboard advertising can be customized for a local, regional and national level.
The size and color of billboard advertising are powerful and eye-catching, and provide
around-the-clock exposure to consumers on the go.
Street
Street advertising involves both indoor and outdoor ads. As the name suggests, this
type of advertising involves advertising at street-level, such as bus bench and
newspaper dispenser advertising. It also involves indoor signage located in venues
such as malls and airports.
Street advertising is especially useful in urban areas, reaching consumers in high-traffic
areas. Street advertising offers local business owners relatively inexpensive avenues
to reach their target audiences.
Transit
Transit advertising involves indoor and outdoor advertising displays on mass-transit
vehicles as well as on transportation terminals and platform displays.
Since mass transit advertising primarily targets people traveling to and from work,
it is able to effectively provide repetition of message to regular users of this
transportation mode. People also use mass transit for travel to retail stores and
other commercial venues, offering advertisers opportunities to reach consumers shortly
before they make purchases.
Alternative
Alternative out-of-home advertising consists of a variety of advertising options,
often in unexpected places. These include ad placements such as branded pens, messages
on turnstiles at sporting events and stickers on golf carts. Some alternative placements,
such as those on newspaper racks, can be considered both street and alternative
outdoor advertising.
Alternative placements allow for a high level of creativity and customization. For
example, sponsors of an event often provide branded pens, notepads and other merchandise
to event participants, and sports organizations often sell or give away branded
clothing or equipment at their sporting events. Since consumers often use these
products for a period of days or even months or years, the advertising message is
likewise extended.
Buying Outdoor Advertising Through MediaFiche
MediaFiche is a comprehensive advertising marketplace that allows agencies and other
businesses to quickly and efficiently research, plan and buy media across all platforms.
The outdoor advertising section has thousands of units across nearly 300 categories,
searchable by media type, vendor, venue and market location.
Click on the buttons at the top of the page to register or learn more about MediaFiche.